Research and Development - First Ideas

The first thing we have to do in order to create a good pop video is RESEARCH. We would have to find our audience and decide if we want to target our video towards a niche audience or a mass audience. Another question we would have to ask ourselves would be wether we want to challenge/subervt the typical conventions of a pop video or if we want to use similar videos for our inspiration. Picking a song and picturing its possible treatment are also a very important factor. We also need to a establish a timeline where we can frame our shots and give the video a narrative. Than we needed to cast our artist and especially camera test them. We would put them in front of the camera and let them roughly do what they had to to in the music video. This would helped us to decide wether they work on camera or not. We also need to write treatment and picture a storyboard which would make the Shooting day a lot easier and productive. Things like a Call-Sheet where all the planning and information for the mien shooting day is written down is essential. Locations, Costumes, Props, Effects, Make-Up, Lighting all these aspects have to be thought of an be planned so NOTHING goes wrong.

I began to research my pop video ideas by looking up several different music videos on YouTube. I looked up all kinds of Videos from Pop and Rap to Hard Core and Rock. I wanted to create 3 different styles influenced by many components such as documentaries, pop videos and skate videos.

Those three “Genres” a very different and try to achieve a variety reactions from the audience. For example pop videos are used to present the artist and to make him or her as sexy and attractive as possible whereas a music video in a documentary style is there to present the artist views and ideologies. The other Genre which I thought is very different compared to the ordinary pop videos in the industry is shot like a typical skate video hand held and with a wide angle lens. This would reinforce there freedom and views of the artist which would be represented as a Rebel. For the pop video I looked at artist like Keri Hilson (http://www.kerihilson.com/), or Rihanna (http://www.rihannanow.com/) who are heavily promoted and advertised through very expensive and planned music videos. Their lyrics are not about climatic change or about war they are manly about clubbing, love, or boys. This is mainly consumed by people between 12 to 22

They have to presented

as sex symbols and in terms of JICTAR CATEGORIES the audience would belong to A-E. This is why they are called MAINSTREAM music because the product and artist aims at all the different social classes in order do gain the most money. The consumers are categorized in terms of their needs and desires, such as aspiring to a richer lifestyle or those who want to make the world a better place. I will know explain my three mien ideas which will cover a variety of genres and expectations. People like genres because they give the audience a holding point Genres are based on an audience foreknowledge and their expectations the circulate between the media text,

the audience and the industry.

Blowin' In The Wind - Bob Dylan

http://www.youtube.com/watch?v=8cjXewP8kcI

This music video would be focused on the message and ideological views of the songs and not on the personal presents of the artist. However we have to consider that it is the artist first pop video and in order to sell his records the audience needs to be able to identify with his views and the artist himself. This is done by giving the video a part where the artist is performing. Next to this part I choose to have 2 other sequence where we can cut to. One would be actual real war footage that puts the audience in a shock state. The other would be the artist walking down streets of poverty. He sees that the actual war is going on in the streets right in front our eyes and he wants to realize people that there is a wore going on right here and not only a war in a foreign country that is hundreds of miles way. The video would make people aware of the fact that there are problems to be solved and that they could start. There are no excuses like distance. War exists everywhere just in a different form some are more obvious some are nearly invisible. It would start with a nice and slow pan which goes into a closeup of the artist. Then we would get a mid shot of him playing the guitar again. After a while we would get a dissolve to the the scene of him walking. The dissolve would be on the words "How many miles must a man walked down. " Then finally we would combine that with real war footage that gets cit into the different scenes depending on the context of the words.

Rollin' - Limp Bizkit

http://www.youtube.com/watch?v=RYnFIRc0k6E&ob=av3e

This music video would be especially targeted to a male audience. This is a very aggressive and rebellious song. To keep these definitions up this video would be shot like a skate video. This means hand held and often with an wide angel lens. The performance scene would be shot like that. The actual narrative events where the band just runs out during their final exams and finds their way to the stage where a cheering crowd is already waiting for them would be shot in normal ways and continuity editing. This would increase the rebelliousness of the band and work really well as a juxtaposition. The end is that the whole performance part and the finding the way to the stage was all a "dream" of the main singer who sits still in the exam with the rest of the band who ran out of time. This video would be something special because it would combine two sort of "genres"(skate videos and pop videos).

Energy - Keri Hilson

http://www.youtube.com/watch?v=bHVQXMCux78&ob=av2e

This would be a typical pop song where the main artist is presented in a very sexual way. I will try to achieve a combination of strong visual image and fitting it into the context. She would be singing in a recording studio sweating because she sings it with passion and her soul- The other part would be her dancing with her boyfriend. however the dance will break out into a fight which makes her upset. She copes with that by singing. This is the main point. In this music video I will make the editing technique to a priority loads of fast cuts are used, focus pulls, flash frames and many other things. even if it is the shortest of the 3 ideas I think it is the strongest and definitely worth a try!